Why did Payless set up a fake luxury shoe store?

Shoe seller Payless recently had a bit of fun at the expense of some fashion influencers in Santa Monica, California. The store took over a former Armani store, stocked it with Payless merchandise, and then invited fashion influencers to attend a party celebrating the store’s opening. But there was a twist: they thought they were attending the store opening for a new high-end designer, Palessi, not looking at shoes from Payless. Influencers who attended the party paid between $200 and $600 for Payless shoes that are traditionally priced between $20-40, and many of the guests commented on how their purchases were “sophisticated” or “made with high-quality materials.” The goal was to remind customers that  Payless is a place to shop for affordable fashion.



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